To improve weather.com, broadly the intent of the users need to be matched with what the site provides. Additionally, new market/user trends can be predicted. Putting trend prediction outside the scope of this doc currently.
User acquisition could be direct, search or social. Weather.com has a pretty high direct visits so people are largely landing on the home page itself. Hence the home page seems to be the correct indicator of what the site thinks users want.
- Your city weather is the most prominent offering but without a call to action button.
- A sensational weather news story & call to action button to read more.